Friday, 14 October 2016

Maximizing Data and Overcoming Barriers to Personalized Marketing

Making the most of information, from budget distribution to market analyses, is critical to the success of a business. The same goes for success in the marketing industry. These days, advertising professionals and business owners alike are aware of the importance of digital and online marketing strategies wherein consumers are primarily expecting personalized promotions and communications from brands or businesses that wish to reach out to them. Such an expectation places a great amount of pressure on marketers to equip themselves with personnel and tools to overcome the following barriers to an effective personalized marketing campaign:

The Right Technology

The best technology is one that can integrate data into various systems, providing recommendations and potential solutions. In fact, a recent study from Blue Nile Research revealed that 45 percent of marketers believe that they don’t have the right technology to acquire valuable insights from their data. This is why working with multiple marketing vendors may be necessary, but those in search of functional technology should move toward lightweight solutions that focus on data, recommendations, and opportunities to act.

Getting Insights from Data

Finding the right technology to identify actionable insights from data may be a challenge, but that doesn’t mean that there are no alternative solutions. Leading marketers invest in automated marketing technologies that aim to free up personnel and reduce manual analyses of data. Moreover, businesses that have a high volume of customer data to sort and analyze can hire a data-skilled marketing team.

By implementing the best possible technology and pairing it with effective data-driven strategies, business organizations will be able to boost their chances of developing a successful personalized marketing campaign.


Overcoming the Barriers to Personalized, Data-Centric Marketing, EnsembleIQ, April 27, 2016

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